NEC - MultiSync
The CompanyNEC Corporation is a Japan-based manufacturer that operates in four business segments. The Information Technology (IT)/Network (NW) Solution segment provides system integration, support and outsourcing services for government offices and communication companies. It also develops, designs and sells hardware, software, network systems and broadcasting systems.
The Task
NEC approached Addison Whitney looking for a unified branding strategy to extend across its entire line of monitors. Addison Whitney carefully weighed all alternatives to create the best and most effective strategy for NEC.
The Addison Whitney Solution
Brand Strategy
After evaluating the entire portfolio through our brand assessment process Addison Whitney recommended a three-tiered approach. The MultiSync name was previously used to identify the high-end monitor and had the best brand equity in the portfolio. The MultiSync brand, in conjunction with different two-letter acronyms, was extended to the middle and lower level monitor series. The MultiSync XV was used for the "value series" monitor, MultiSync XE identified the "enterprise" series and the MultiSync XP was associated with the "professional" series.
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